In its latest offering via Leo Burnett, Bonds is encouraging blokes to spare a thought for the health and comfort of their balls.
More specifically, how a rise in global temperatures is steaming them like a couple of dumplings. It’s a “mandemic” that’s been playfully dubbed, Glo-ball Warming.
This large scale national campaign comprising TV, OOH, radio, POS, digital and social media activity, launched over the weekend and encourages men to fight the good fight and pull on a pair of Bonds X-Temp – the latest in undie innovation with built-in technology to trigger cooling when your body temperature rises. Science!
Bonds marketing manager Michelle Taylor, says: “We know that many men are suffering in silence with sweaty balls, so we set out to prove that there really is a better way with Bonds X-Temp. The campaign is a humorous way to get them to stop and think about their current underwear and highlight the tech behind our most innovative undie yet.”
While it’s quite clearly having a laugh, Glo-ball Warming is based on real research that suggests men should keep their balls cool and comfy in order to promote optimum testicular health.
Leo Burnett creative director, Michelle Walsh, says: “Every bloke gets hot, sweaty balls (so I’m told) but they’ll rarely talk about it, let alone do something about it. So, this was a fun, playful way of getting them to consider how they treat their precious cargo and prove to them that the right jocks can make all the difference.”
“A lot of men have been ignoring what is a very real, uncomfortable truth. There are some things underwear can’t change but thankfully, there are some things it can. The campaign tackles a big issue by starting small,” adds Leo Burnett creative director, Daniel Pizzato.
By Suzanne Mitchell, Senior Director of Marketing at GoDaddy Australia As 2021 dawns in Australia, it does so with greater stability and hope for businesses and individuals than since the pandemic intensified locally last March. The Covid-induced digital transformation boom has created, in its wake, a hyper-individualised world whereby audiences have more control over what, […]
To celebrate brands going “above and beyond to act with purpose”, Mumpower has announced its first-ever consumer choice awards. The ‘Vote on Purpose’ Australian Business Award 2021 aims to crown Australia’s favourite purpose-driven company, with Mumpower now calling on both corporations and Mum shoppers to nominate a value-led company or a specific brand campaign that […]
Sports fans will have to pay $10 a month to sign up for Stan Sport when it launches later this year, according to reports. The Nine-owned Sydney Morning Herald, is today reporting that Stan (also owned by Nine) will offer Stan Sport as a supplementary service, meaning fans must also have a subscription to Stan’s […]
Global creative platform Shutterstock has launched the 10th anniversary edition of its annual Creative Trends Report, highlighting the trends that will inspire creative expression and ingenuity in 2021. Announcing the report, Shutterstock creative director Flo Lau said that, after the year that was, the company was encouraged by the “positivity, originality, and resilience displayed by […]
Outgoing and twice impeached President Donald Trump released a pre-recorded farewell as he departed Washington. But many of the US’ major networks didn’t show it. Trump was banned from Facebook and Twitter in the wake of his supporters’ attack on the US Capitol on 6 January. His personal account on YouTube has also been suspended […]
New data from Facebook shows that an initiative aimed at supporting local news publishers is showing early signs of success. Australian and New Zealand publishers participating in the Facebook Journalism Project’s Reader Revenue Accelerator in 2019 and through 2020 secured more than 24,000 new paying subscribers and more than 160,000 new loyal readers (whether through […]